The Readers' Editor on … Coping With the Changing Shape of Advertising

Posted: 11/7/2012 | By: Chris Elliott | The Guardian

In the past few years advertisements have leapt out of their accustomed slots below the fold of the Guardian to appear in a variety of shapes and forms; the L shape, the chimney, or funnel, on the inside, and on the outside the bookmark half page. On Friday 26 October the Guardian carried its first full wraparound advertisement, for Vodafone, part of a £4m campaign by the company across the media.